we don't have a religion. in fact our brand name would extend. the reason i get asked that question from time to time is because people know that the amazon brand name would probably work well, the physical world environment. so there are some, we have some of the assets in place that we would need to do that. >> would it have any advantage other than being a profit centre? which is a pretty good advantage. >> but that's the kind of question that we ask ourselves when we're looking for something that would make it not a me too offering. we want it to be differentiated. we want-- you know, if you-- if somebody is already-- if 100 companies-- companies are doing something and you're the 101s you're not really bringing any value to society. and so and typically by the way the business results aren't very good for something like that either. and so what we want to do is we want to do something that is uniquely amazon and if we can find that requested, and we haven't found it yet but if we can find that we would love to open physical stores. >> what h